CMN 1160 Lecture Notes - Lecture 5: Media Studies, Mass Society, Personal Identity
orchidmacaw600 and 79 others unlocked
14
CMN 1160 Full Course Notes
Verified Note
14 documents
Document Summary
Context or environment content being consumed, state of mind, content itself have weight in variables. Fair to say though, this inability to predict audience behaviour has been a constant criticism. Effects, agenda setting, and cultivation analysis - suggests audience is passive, Uses and gratifications - we don"t focus on the content, but rather what people do with what they are consuming. Frankfurt school - angry folks of media studies, they hate capitalism, their big concern is that all cultural goods has become commodified, culture has been removed and aided capitalism, frankfurt suggests audience is passive. Cultural studies - emphasis on the agency of people, suggests audiences are active, All communication should be treated as an attempt to persuade and all media have effects. We act accordingly to what is injected into our brains. States that the audience is completely passive - all part of a mass society. 1920s-1940s, this was the dominant model of understanding media effects.